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As VP of Marketing at Trulioo,a global ID verification company,Kim oversees the planning, development and execution of marketing initiatives

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In banking, it’s important to “know your customer” in order to reduce fraud and risk of money laundering and other financial crime. However, in marketing, it’s important for public relations (PR) professionals to “know your journalist” in order to do your job right.

The field of media relations is changing. News is no longer only spread through institutional channels like newspapers and radio. Now, almost anyone with internet access can have their voice heard by the internet population. It’s no secret that print media and traditional news outlets are suffering, maybe even dying.

Believe it or not, PR professionals can learn a lot from the dog-eat-dog world of online dating. It can be a minefield of potential faux pas. Here are some tips to convince that special journalist in your life that you are “the one”:

Know Your Journalist (KYJ)

Online stalking gets a bad rap. If you learn how to strike the right balance, it can be an invaluable tool in relationship-building. Take the time to read journalists’ work. This doesn’t just mean their bylined articles. Instead, delve into their personal blog and website, and uncover their rants and raves on social media.

Forget The Cold Open

Based on my experience, emails that come out of the blue are more likely to be ignored. Find some common ground to establish a virtual relationship so that, when they receive an email from you, they are familiar with your name and more likely to open your email.

Usually, journalists will be open about what channels they want to be contacted through for pitches, and some are not shy about specifying where you should not pitch them. You’re more likely to overstep their boundaries by reaching out to their personal Facebook page or sliding in a direct message on Instagram. Identify their preferred channels, like Twitter or LinkedIn, and engage with care and thoughtfulness. Put yourself in their shoes and imagine how, where and when you would like to receive pitches from PR professionals.

Ditch The Spray-And-Pray Strategy

Sending blanket emails with 50 journalists on a bcc list or choosing to “copy and paste” canned pitches won’t get you very far. In the dating world, a screenshot of messages exchanged could ruin someone’s life if shared in a group chat -- or worse, make it onto the evening news.

In PR, you can’t afford to be careless or sloppy with your pitch. If you accidentally refer to a journalist by the wrong name or mention the wrong publication, simply because you were messaging multiple journalists with the same pitch, they might shame you online with a screenshot of your pitch, which could potentially damage your online reputation. These are clear indicators of a canned pitch that was sent to dozens or hundreds of journalists.

Instead, do your due diligence and make sure the reporter covers the right beat, that they haven’t already covered your story and that your pitch doesn’t include self-serving rhetoric. Invest time to tailor a custom pitch to demonstrate that you respect their time and have done your homework in advance. And do not -- I repeat, do not -- send the same email to a bunch of their colleagues. Often, journalists will forward pitches to their colleagues in case it’s better suited for them. So, if they see that you have spammed their entire team, you could be blacklisted forever.

Avoid Too Much Information (TMI)

Journalists are busy, working to meet tight deadlines. The last thing they want to see is an email that contains a sea of text. They just do not have the time to sift through paragraph after paragraph of industry jargon.

Keep your language plain and conversational. There’s no need to show off. Make sure they can get to the heart of the story without having to dig. If they want more information, they will ask you.

LTRs Only

In the online dating world, LTR stands for long-term relationship. For both sides to get what they need out of it, the collaboration can’t be just a “one and done.”

All relationships -- be it personal or professional -- require nurturing to strengthen over time. This is done by demonstrating reliability, honesty and respect. Offer to help them, even when it doesn’t directly benefit you. Refer them to other professionals and sources. Engage, share and highlight their content online.

Don’t Let Your Type A Personality Get The Best Of You

Carefully crafting a personalized pitch to a journalist only to get “OK. -- Sent from my iPhone” in response can be frustrating. But then again, any response versus no response is a success in my book.

Journalists have a lot on their plates: swathes of PR emails, strict deadlines, a heavy workload and enormous pressure. Patience is the most valuable virtue. You can’t control what a journalist does with their time. You can, however, control the way you respond to it. Avoid coming off as a spurned lover. Your understanding will get you further than anger. If they have a whole folder of unread emails from you that keeps growing, prepare to be ghosted. Let it go, and grow other relationships.

Even a great pitch can fall flat if it lacks the one magic element: heart. We all think our story is the most important story. Stories that resonate, that stand out in publications, matter to people. Before signing off, let the journalist know how this story will impact people’s lives. But maybe leave out the “XOXO.”